Académique Documents
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SUBJECT:- PUBLIC
REALTIONSHIP MANAGEMENT
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Acknowledgement
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Certificate of the
Guide
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SINATURE OF
GUIDE
INTRODUCTION
Public Relations is composed of many marketing tactics that enable
companies to enhance credibility and image. It can also assist in
developing goodwill and influences public opinion. Forms of PR
tactics are speeches, special events, news releases, and annual events.
PR is targeted to a specific audience. It's a very affective way of saying
who you are, what you do, and how you can make a difference.
Effective PR comes in many forms. Most of us are more familiar with
flyers, brochures, and websites. There are many other tactics that can
be used depending on the needs of the company or organization. Which
one to use would depend on many factors such as the objectives of the
organization, size, and location. It would also depend also the
characteristics of the audience and the organization's budget. Some
examples of effective PR strategies include publicity, special events,
newsletters, press releases, charitable contributions, sponsorships.
The European view of public relations notes that besides a relational
form of interactivity there is also a reflective paradigm that is concerned
with publics and the public sphere; not only with relational, which can
in principle be private, but also with public consequences of
organizational behaviour . A much broader view of interactive
communication using the Internet, as outlined by Phillips and Young in
Online Public Relations Second Edition (2009), describes the form and
nature of Internet-mediated public relations. It encompasses social
media and other channels for communication and many platforms for
communication such as personal computers (PCs), mobile
phones and video game consoles with Internet access.
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Corporate Advertising:
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Press Releases
Vodafone in USA has a separate press office that issues all the Press Release.
They press officer makes the entire press release and then it’s confirmed by the
spokesperson of Vodafone USA and is then released. There they believe Press
Releases help in order to maintain very good relations with the media and it also
helps them to be in the eye of the audience. It had also held and India Analyst and
Investor Day in London to talk about its operations in India. It has issued a press
release on it on 10th December, 2007.
Press Conference
Vodafone uses press conferences as a very powerful tool in handling the media
and seeking consumer attention. They hold press conferences at the launch of new
services or products of any kind. They also hold press conferences when they are
getting into a business deal for some company. They also hold press conferences
for announcing half-yearly results or financial reports of the company.
Social Activities
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WoD creates the opportunity for individuals to work for one year for a charitable
partner organisation, with salary and related support provided. The winners are
chosen on merit through a public competition. To date, 52 individual winners have
participated or are currently participating. Based on a model which was initially
developed by the Vodafone New Zealand Foundation in 2002, WoD programmes
have also been successfully launched by the Vodafone Australia Foundation, the
Vodafone Netherlands Foundation and the Vodafone Ireland Foundation.
Sponsorships:
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Vodafone won a Global Equity Organization award for best share plan
communications in 2006 for the second year running. They also operate
a number of pension plans which vary according to the conditions and
practices in the countries concerned. These are provided through
defined benefit and defined contribution arrangements. Defined benefit
schemes provide benefits based on the employees’ length of pensionable
service and their final pensionable salary or other criteria. Defined
contribution schemes offer employees individual funds that are
converted into benefits at the time of retirement. They also involve them
in the decisions of the company. They conduct training programs also
for the benefit of the employees and for better experience. They also
promote leadership on a large scale.This is done in order to maintain
very good relations with the employees of the organization
Press Releases
Vodafone India doesn’t have a separate press office to issue all the Press
Releases. The PR Head himself makes the entire press release and then it’s
confirmed by the spokesperson of Vodafone India i.e Navin Chopra and is then
released. There they believe Press Releases help in order to maintain very good
relations with the media and it also helps them to be in the eye of the audience.
Press Conferences
Vodafone uses press conferences as a very powerful tool in handling the media
and seeking consumer attention. They hold press conferences at the launch of new
services or products of any kind. They also use press conferences as a tool in order
to control crisis.
Media Interviews
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They also have running ads on Star India about the news updates or new services
or new tariff plans. Vodafone has entered into a Rebranding Campaign with Star
India in order to promote the Essar Brand.
Agency
The last PR strategy that they use is that they have hired an agency that goes to the
Vodafone store with genuine problems. Then they report to the top management of
the company stating how the executives at the store responded to their queries and
how did they behave with them. This helps the company in making the decisions
regarding those executives at the stores. This strategy has helped them a lot in
making Vodafone stores a better place so that their customers get even better
service.
Successful Strategies:
Vodafone has had many successful strategies. One of them is the success of
Vodafone in India. Vodafone for the Indian masses was a completely new brand
name. Therefore, Vodafone had to see that the positive image of Vodafone is built
up in the minds of the people. In order to promote the brand Vodafone in India, a
Central PR team was set up in India. They handled all the promotion activities.
They held many press conferences and issued press releases. They also arranged
for media interviews. They released many positive articles about the Vodafone
company in all the CAT 1 papers. Today Vodafone has 33 lakh customers. Its
adding 2 lac customers every month.
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This strategy is based on our assessment of the key PR-related opportunities and
risksfor our business.
Future Pr Plan
Future pr plane of vodafone in india is as follow :-
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1- Audience targeting
2- Press conferences
3- Press releases
Company should have to put more hordings near the station in order to
promote the products and also to maintaine good relation with public. It
also helps in seeking immediate attention of the consumers
5- Articles in newspapers
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INTRODUCTION OF AIRTEL
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL)
is India's
largest and world's third largest cellular service provider with more
than 82 million
subscribers as of December 2008. It also offers fixed line services and
broadband
services.
SingTel owns over 30% of the Bharti Telecom. Vodafone is also a
shareholder of
Airtel with 4% of the shares. Thus making it a sister company of the
brand
The Bharti Group has a diverse business portfolio and has created
global brands in
the telecommunication sector. Bharti has recently forayed into retail
business as
Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry
business.
Airtel comes to you from Bharti Airtel Limited, India’s largest
integrated and the first
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AIRTEL focuses a lot on its sponsorship sector. Airtel has baged BCCI
sponsorship rights . Manchester United has signed a five-year
sponsorship deal with Bharti Airtel in a further sign of the European
champion's global commercial expansion. Bharti Airtel has invested a
massive amount on its sponsorship . its competing among the worls top
telecom companies
2. Hoardings and Advertisements
AIRTEL has a whole has worked very effectively on its hoardings and
advertisements . airtel has focuses its placement mostly on the out skirts
of the country . AITEL has actually conveyed to its consumer that its
network is spread all around the country.
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music. During the same time Corporates and NGOs extend their helping
hand to coordinate first aid to the victims of the deadly string.
“We have been working for the welfare of birds for last twelve years
now. This year we have set up 18 first aid centers in and around the city
of Ahmedabad and have around 500 qualified volunteers in the age
group of 12 to 60 years to rescue the injured birds during this festival.
For this cause we have voluntary participation even from visually
impaired people who would be stationed at the call centre supported
by airtel and guiding the volunteers within 10 – 15 minutes to the rescue
point. This prompt and efficient rescue drive will be operational from
January 12th to January 16th
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airtel has almost nothing like that for the customers. C) Vodafone
has comparatively expensive cell plans compared to airtel.
3. In this point we concluded about the promotion style of both the
companies. A) Vodafone has zoozoos for their promotion which is
the most successful technique for them and has attracted many
more customers whereas, airtel has music of ar rehman for their
promotion because ar rehman is in the hitlist, even it has attracted
a lot of customers for them. B) Vodafone hasn’t changed its
appearance whereas, airtel has changed its appearance and
policies and they promoted it on a very large scale. C) even the
pug used by Vodafone was one of the bigges success for them. D)
Vodafone is into many sponsorships with cricket in india as it lets
it customer meet their favourite cricket stars by organising some
competitions whereas, airtel also does ome but not to that extent.
E) Vodafone captured all the more market by becoming the main
sponsor for the show big boss which airtel couldn’t do because it
was stuck with its new look in the market.
4. In this point we covered the network of Airtel and Vodafone:-
Vodafone has one of the best network in the city as it has a slogan
wherever you go our network follows you which is actually true
because the users never lose their network even while travelling,
most of the times whereas, in airtel it has the worst network in the
suburbs of the central line in Mumbai, many users have faced
these problems.
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After collecting the responses and analysing them we found out many things regarding
the effort from these selected telecom companies for the PR by creating the survey
below:-
airtel vodafone
Other (please specify)
poor
satisfactory
good
excellent
comment
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POOR
SATISFACTORY
GOOD
EXCELLENT
Other (please specify)
POOR
SATISFACTORY
GOOD
EXCELLENT
WHICH PLAN YOU PREFER/CURRENTLY USING
*
POOR
SATISFACTORY
GOOD
EXCELLENT
comment
7. HOW FREQUENTLY YOU ARE UPDATED ABOUT THE NEW PLANS GIVEN BY
YOUR SERVICE PROVIDER ?
15 DAYS
30 DAYS
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90 DAYS
150 DAYS OR MORE
8. HOW FREQUENTLY YOUR SERVICE PROVIDER CALLS YOU AND ASK YOU
ABOUT THEIR SERVICES ?
15 DAYS
30 DAYS
90 DAYS
150 DAYS OR MORE
NO CALLS
Other (please specify)
YES
NO
WHY? OPTIONAL
*
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CONTACT NO.
OCCUPATION
-----------------------*-------*------*-----*-----*-------*--------------
Many people filled those surveys and on the basis of these we found a
great comparison between the PR of both the companies. The main
difference we found out between Airtel and Vodafone is that
customers of airtel have a fixed opinion for their service provider but
the Vodafone customers have a variety of opinions regarding
Vodafone. Let’s check out detailed opinions of the respondents.
Q1. For this question out of 345 responses we found out that Vodafone
has more no. Of customers in the market and is the market leader by
having the maximum no. Of customers. We got to know that 138 people
i.e 40% of the total respondents use Vodafone services, 104 people i.e
30.14% of the total use Airtel services and 103 people use other
networks.
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Q2. In this question we asked people that how did they come to know
about their service provider, through which means, they got aware.
Among all the options the most commonly selected options were T.V
ADS. & FRIENDS. Which means that the PR of these companies ar
more powerful through their ads and word of mouth. Increasing
customers of a co. Through word of mouth i.e through friends is the
biggest success for the co.
Q3. This was the most important question so we made it compulsory to
answer for the respondents. The question was about the front desk of
their service provider, because 1st impression is the last impression in
the real world and the competitive world for the co.s . the front desk is
the gallery of these service providers as this the main room where all
the customer problems are solved, new offers are introduced and many
other things.
When asked Airtel was rated more than satisfactory and less than
good, but Vodafone was rated good, because of their attracted gallery
as we mentioned in our conclusion for the survey made by our group
individually.
Q4. this question is also equally important regarding PR as how good
the customer care hotline of their service provider, the answers we got
from the public is that Airtel has a satisfactory customer care whereas,
Vodafone has an excellent customer care service, the reasons are the
same mentioned in our own conclusion. So, Vodafone took over airtel
over here also.
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Q5. The plans provided by the service providers are actually the main
attraction for the public to subscribe to their family. So, plans provided
by Airtel are ‘SUPERCOOL’ said by one of the respondents as the
plans are quite cheap and feasible since after Airtel has changed its
policies and the entire co. Though Vodafone was rated satisfactory in
this question, as the plans are comparatively more expensive than
Airtel’s plans.
Q6. 6th question is regarding the skills of the service providers
executives as how well they tackle a problem of their customer and till
what extent they are able to solve it. This was a close call between the
two. Both the service provider are rated equally, GOOD, in the surveys
collected so still cant exactly compare both of them.
Q7. Plans are how oftenly provided by hte service providers, in this case
Vodafone lost again the battle as the respondents choos airtel for
creating new offers within a month but Vodafone offers new plans in lyk
more than 3 months or so....
Q8. Asking about the service by the service provider is one of the
essential part of the PR, this has to be on the regular basis, which gives
the co. A feedback about their service so as to improve on the weakness
of the co. In this question Vodafone takes it one sided as airtel hardly
calls people for the feedback and Vodafone calls its customers once in
every 2 months.
Q9. the new no. Portability service provided by our own telecom
ministry involved in the 2g scam came up with a new scheme in which, a
user can change his service provider without changing his no. When
asked, there are more than40% of airtel users want to get their service
provider changed where as only 27% Vodafone users wanna use the no.
Portability service , the reason being is the costly plans provided.
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BIBLOGRAPHY:-
SURVEY:-
WWW.MONKEY SURVEY.COM
INFORMATION:-
• WWW.TELECOM TALK.COM
• WWW.SCRIBD.COM
• WWW.DOCSTOC.COM
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